Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Monday, March 4, 2013

Verizon Wireless vs AT&T


This ad shows the far broader range of 3G coverage of Verizon Wireless than its competitor AT&T across America. It consists of two maps of America, one densely covered in red demonstrating the 3G coverage of Verizon Wireless and one sparsely covered in blue demonstrating its competitor AT&T's 3G coverage.

According to Goldenberg, Mazursky & Solomon (1999), the competition template portrays situations in which the product is subjected to competition with another product. This ad nicely illustrates this concept by comparing two fierce competitors products, with one overriding winner - Verizon Wireless.


Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The Fundamental Templates of Quality Ads. Marketing Science, 18, 333-351.

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